From TikTok to Clubhouse to Lasso, new viral social media platforms seem to pop up every day. Also, many products that were once all the rage suddenly became popular. Keeping up with these trends can be difficult if you’re a marketer, but it’s necessary to build and maintain a strong audience.
For years, we’ve kept you up to date on the social media platforms you should care about. But you might be wondering, where are these viral social media platforms now? Which are still worth investing in? Here’s what you need to know.
Viral social media platforms: where are they now?
We start by pointing out that TikTok as an app marketer should look back in 2019. At the time, the app had more than 500 million monthly active users. Since then, that number has doubled to over 1 billion monthly active users.
In 2019, we saw brands like Guess try TikTok by creating their own unique viral video challenges. We predict that over time, more industries and brands will start getting creative with their marketing strategies and foray into TikTok.
In 2022, however, brands are still struggling to find their place on TikTok. In 2022, InVideo reports that 50% of top brands have no business on TikTok. This includes billion-dollar brands like Google, IKEA and YouTube.
But that doesn’t mean businesses are keeping apps out of the equation — far from it, in fact. Through our own survey, we found that 65% of social media marketers who leverage TikTok plan to increase their investment in 2022.
Leveraging TikTok Influencer Marketing
If you are a marketer looking to start leveraging the app or increase your investment, a great way to do this is through influencer marketing. While many brands are still struggling to adapt to the app, TikTok influencers are popping up every day with great success.
Drew Afualo (@drewafualo on TiKTok) is one example. The Los Angeles-based content creator rose to fame on TikTok, where he appeals to misogynistic creators and users.
In January, Afualo’s account grew from 1.5 million followers to 4 million in just two months, according to Buzzfeed. As of April 2022, the account had 6.9 million followers.
Since its popularity on the app, Afualo has been used to promote films like The Lost City starring Sandra Bullock and Channing Tatum.
@drewafualo #ad make sure you check out Lost City on March 25th 😎 Sandra Bullock is the worst of times @Paramount Pictures #fyp #xyzbca #girls #men #funny #college #embarrassing #OscarsAtHome #WomenOwnedBusiness ♬ Joy (30 seconds) – Tim Taj
She also collaborates with online fashion retailer Shein to promote their SheinX collection.
@drewafualo Lmk Which is your favorite dress 🤓 Shop the #SHEINX collection and use my code “DREW” to save 15% off the entire @SHEIN US site! #SHEINpartner #fyp #xyzbca #girls #men #funny #college ♬ original sound – Drew Afualo
TikTok content creators like Afualo make meaningful connections with their audiences and understand the app in a way that many brands don’t. This makes influencer marketing a great way to market your brand or business on TikTok.
In our survey, we found that 57% of influencer marketers say influencer marketing is one of the most effective trends they leverage. We also found that 86% of marketers plan to continue investing the same amount or increase their investment in influencer marketing.
I remember when Clubhouse started in 2020. It feels like an exclusive club where you have to know someone who can let you in. To a certain extent, it does. Clubhouse is an audio chat based application. When it starts, the user must be invited by another user to join.
In July 2021, app developers removed Clubhouse’s invitation-only system, allowing anyone to join the platform.
When we first mentioned Clubhouse in February 2021, the app was only available on iOS devices. However, in the following May, it will also be available on Android devices.
In our original report, we said we weren’t quite sure whether Clubhouse could serve brands and marketers. And, over the last year, Clubhouse’s popularity began to decline as other platforms, such as Twitter via Twitter Spaces, forayed into audio chat.
Is club marketing valuable?
In February 2021, Clubhouse peaked at nearly 10 million monthly downloads. Just two months later, in April 2021, that number plummeted to just 900,000, according to Forbes. But don’t let that stop you from taking advantage of audio apps. Data suggests that Clubhouse could recover in 2022.
According to the InfluencerMarketing Hub, in December 2021, the app was downloaded 1.3 million times, and as of early 2022, Clubhouse was ranked 12th among social networks in app stores.
So, does Clubhouse have marketing value? It depends on your approach. A huge draw for Clubhouse is its association with celebrities like Drake, Kevin Hart and Tiffany Haddish. With that in mind, leveraging a well-known influencer or industry micro-influencer to promote your brand on Clubhouse can be a worthwhile investment.
Clubs can also be a useful platform to host focus groups and build a personal connection with your audience.
But if you find yourself struggling to find influencers big enough to get your audience to Clubhouse, or your audience doesn’t seem to be using the app very often, it’s best to invest elsewhere.
Launched in 2020, Twitter Spaces is Twitter’s answer to Clubhouse. This is a feature that allows users to join and host live audio discussions on the Twitter application.
We predict Twitter Spaces will be a great feature since Twitter is already a conversation-friendly platform with little focus on visuals.
Although there are no statistics on the popularity of Twitter Spaces among users, Twitter itself is a very successful application. Twitter reported annual revenue of $5 billion in 2021, up 37% year over year.
In a recent HubSpot survey, we also found that only 14% of social media marketers use audio chat rooms like Clubhouse and Twitter Spaces, however, 68% said it was the most effective social media marketing strategy they used.
Knowing how popular Twitter is, and how your competitors may increase their investment in audio chat, Twitter Spaces is definitely a feature you should consider in your marketing strategy.
Your brand can use Twitter Spaces to engage meaningfully with its audience, connect on trending topics and cultural moments, or host large focus groups to get feedback on a product or service.
4. Family gatherings
Launched in 2016, Houseparty is a group messaging app that allows video chats for up to eight users at a time. For added fun, participants can use unique filters, stickers and other features to keep the party going. Two years after its founding, the app launched a chat game feature that lets users play games with friends.
In 2019, we wrote, “For example, a small cosmetics company might sponsor a ‘house party’ where influencers can answer beauty questions and show attendees how to use one of their new beauty products.”
However, Houseparty shut down in September 2021 after being acquired by Fortnite developer Epic Games. “The team behind Houseparty is hard at work creating new ways to have meaningful and authentic social interaction on a metaverse scale across the Epic Games family,” said the game developer.
We start by pointing out that Lasso is the social media platform marketers should review in 2019. Launched by Facebook in 2018, Lasso is a short video platform designed to rival TikTok.
We stared at our crystal ball in 2019 and wrote: “While Lasso is just getting started, it could be a promising platform in the future as it’s owned by Facebook. This could mean the app could benefit from Facebook’s user base, technical resources and financing.”
Unfortunately, Lasso never really reached the Gen Z audience Facebook was trying to reach, and the app shut down in July 2020. The platform was scrapped as Facebook began testing Instagram’s TikTok-like feature, Reels.
Trying to promote your brand on an app that isn’t as popular as it used to feel like showing up at a party after almost everyone has gone home. Fortunately, new platforms are always emerging, so there are always new and creative ways to engage your audience. You can trust us to share what comes next.